How Plated brought home the groceries and found a $300-million meal ticket

Plated, the direct-to-consumer meal delivery service, has reached major scale through building its startup chops and allying with a brick-and-mortar partner.

We were built on the back of Facebook advertising for sure,” reports Josh Hix, co-founder of direct brand Plated, the meal-in-a-box service that began life as an online service seven years ago … and was purchased by a major grocery-store

“We [put] all the gas we could into that channel because it was working,” Hix told some 1,400 delegates at the Interactive Advertising Bureau’s (IAB) 2019 Annual Leadership Meeting (ALM). “It was efficient.” And even though he allows that “it’s now not as efficient as it used to be, and we’re weaning off our reliance on it, we still are spending 50% of our dollars there.” The business proposition of Plated stemmed from the kind of conversations that students have on university campuses every day. “My co-founder and I had been friends for a long time,” Hix recalled, “and we had the shared experience of trying to cook for people and not being very good at it.” In addition to meals of questionable merit, “We also were having a lot of food waste.”

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands